Influence Interactive | Philadelphia Digital Advertising Agency


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  • The agencies best equipped to drive results in today’s environment are data-driven, and there aren’t many of them. Google it. For the most part, analytics departments sit on the fringe of agency operations and are viewed as ‘nice to have’ not ‘need to have’ line item in the marketing budget. Staffed with statisticians and PhD’s, these departments have difficulty translated data into insights, and therefore are stuck reporting on ‘measurement’. Distilling insight from rich data requires senior, multi-disciplinary marketers.We also firmly believe that the existing agency business model has become obsolete. When the complexity level was low and data unsophisticated (TV, Print, Radio), the pyramid approach of a few seasoned executives perched upon on sea of junior staff worked. Media fragmentation and analytics sophistication have blown up this model as more and more niches and silos have been created within the big agency environment. Planning, Account Management, Project Management, Social Media, SEO, Paid Search, Analytics, and Creative departments are all silos, and orchestrating these disciplines to deliver for the client is an unwieldy and inefficient process. A better model is to assemble a team of multi-disciplinary, senior executives, whose experiences and skills span those silos. Meetings shrink from a dozen lower cost resources to just three or four higher cost resources, removing the friction of too many silos, and delivering better cost efficiencies to clients.Similarly, having separate agencies for media, creative, digital, SEO, OOH, etc., makes it very difficult to drive overall e-business optimization. Optimization is just about delivering better results, and again requires an agency team that has experience and skill across media, technology, analytics, and marketing. Brands today often don’t need a new campaign, app, or website, they can easily benefit from performance optimization that is focused on data, media, information architecture and user experience remediation.
  • Influence Interactive | Philadelphia Digital Advertising Agency

    1. 1. Influence InteractiveAgency Overview - 2012
    2. 2. Our formula – for SuccessData-driven + multi-disciplinary talent + focus on Business optimization Influence Interactive delivers big agency results without the baggage. No silos and no big overhead, just smart and nimble. Our approach to digital strategy is data informed. This allows us to deliver inventive marketing ideas coupled with intelligent approaches to web, mobile, tablet development, site optimization, and digital marketing. 2
    3. 3. Data-informed ideas – delivering measurable results• Independent, full-service digital agency, founded in 1996• Located in the Philadelphia metropolitan area• Our approach is data-driven, leveraging onsite and offsite analytics to enable target audience definition and data informed design• Depth of team experience across a number of industry verticals including: • Consumer Packaged Goods • Pharmaceutical& Healthcare • Financial Services • Consumer Electronics • Automotive • Airline • Technology • e-commerce 3
    4. 4. Client relationships 4
    5. 5. Our toolbox Analytics & Targeting SEO & Business Optimization Content Management CRM Platforms Mobile & Tablet 5
    6. 6. Strategic Planning &Creative Design Process Overview
    7. 7. Digital servicesfromstrategy tooptimization Marketing Interactive Build Optimization • Brand development • Creative • SEO • Strategic planning • User Experience • Site Audits • Search • Rich Media • Site Side Targeting • Social • Presentation Layer • A/B and MVT Testing • Media • Web Development • Measurement Planning • eCRM • Mobile Development • Analysis & Insights • Marketing automation • Tablet Development • Platform Consulting Your Logo
    8. 8. Influence Interactive – how we work Data Distill Enable Perform Optimize Define Data Sources Synthesize Data Create The Experience Put Into Play Iterate & Refine • Interviews • Identify Problems • Wireframes & Flow • Collect Data • Content Maintenance • Business Goals • Identify Opportunities • Design Experience • Analyze Results • Implement Change • Competitive Analysis • Question Assumptions • Code Development • Cull Insights & Issues • Test Change • Heuristic Analysis • Generate Insight • Implement Platforms • Review Performance • Collect Feedback • Usability Testing • Develop Requirements • Configure Measurement • Define Change • Enable New Opportunities • Behavioral Analysis • Creative & UX Concepts • Test The Ecosystem • New Opportunities • Audience Sizing • Catalog Content • Refine Based on Testing • Brand Immersion • Define Measurement • Launch : Iterative or Full • Baseline Current • Test Case • Project Plan 8
    9. 9. Work examples
    10. 10. Attends Healthcare Products – consumer and B2B strategy Challenge Extend a refreshed brand story to a new B2B site in order to create business efficiencies, strengthen customer relationships, and attract new partners and redesign an existing B2C website to better resonate with the audience Approach Conduct user research to develop key messaging, content imperatives, site features, and prioritization Create a digital road map to plan overall communication approach, timeline, and budget Use a segmentation approach to tailor messaging, tools, and content to each customer type Offer interactive features such as a personalized product selection guide, store/dealer locator, and customizable marketing materials for dealers to create ongoing brand interactions 10
    11. 11. Attends Healthcare Products – consumer and B2B strategy 11
    12. 12. Fujirebio Diagnostics – communication Landing Page Animation 12
    13. 13. Fujirebio Diagnostics – Oncology and mobile application 13
    14. 14. Fujirebio Diagnostics – Oncology site & mobile application 14
    15. 15. Sanofi-Aventis – portal and website redesign Challenge • Define the strategy and redesign the creative/user experience for an underperforming healthcare portal serving managed market customers • Create a value-add experience to engage their primary customers (intervention strategists within managed care organizations) and support the relationship between the customer and account manager Approach • Conducted in-depth customer research to inform the user experience strategy solution aligning Providers, Physicians, and Patients • Designed a role-based experience that offers, captures, and shares customer knowledge, enables a high degree of engagement with targeted content, leverages technology to affect behavior change, and supports anywhere/anytime continuous communication 15
    16. 16. Sanofi-Aventis – portal and website redesignBefore After 16
    17. 17. Sanofi-Aventis – portal and website redesignBefore After 17
    18. 18. Sanofi-Aventis – portal and website redesignPersona-based UX strategy 18
    19. 19. Penn Mutual – corporate website, intranet, and sales portal Challenge Evolve the internal and external web presence to incorporate the newly redesigned corporate branding, identity, positioning, and targeted customer segmentation Develop a solution utilizing the existing Java based technology infrastructure solution while designing for a future Content Management System (CMS) integration Closely collaborate with the client project management and technology teams to co-develop the front-end interface and back-end integration layer and integrate final deliverables within their environment Approach Redesign multiple web properties following branding and technical guidelines including content and architecture re-organization, creative design, page template development, and ongoing multi-phase implementation support 19
    20. 20. Penn Mutual: corporate website, intranet, and sales portalBefore After 20
    21. 21. Penn Mutual – corporate website, intranet, and sales portalBefore After 21
    22. 22. Chubb – thought leadership / social media website Challenge Although Chubb continues to be one of the most highly rated and stable insurance companies in the world, the global brand is weak outside the U.S. and is somewhat limited within the U.S. In addition, many consumers would not initially think of their insurance company as the ideal conversation partner. Approach Create a self sustaining thought leadership community highlighting how Chubb helps its customers, identify/ cultivate/ activate Chubb fans who will advocate on Chubb’s behalf, reinforce the global nature of the Chubb brand both domestically and internationally, and increase traffic flow to to drive leads. 22
    23. 23. Chubb –thought leadership / social media website 23
    24. 24. Chubb – thought leadership / social media website 24
    25. 25. KCI – business impact model application Challenge • Educate clinicians and hospital administrators about the clinical benefits and cost savings achieved from utilizing RotoPronetm and Kinetic therapies Approach • Arm the field sales group with a customizable presentation on their laptops/iPad • Develop a Business Impact Model application leveraging a robust database of National, State, and Facility-Level data to calculate financial models in real-time 25
    26. 26. KCI – business impact model application 26
    27. 27. Team Credentials
    28. 28. Influence Interactive – leadershipRocco AlbanoEVP, Managing Director, Operations• 17+ years of agency experience • US Interactive • Medical Broadcasting Company • Razorfish• Prior to joining Influence, led Razorfish’s Global Solution Consulting team, established global Web Analytics Practice, and Led dedicated SEO team• Focus is Search, Analytics & Optimization, and Technology• Client Experience • AT&T, Northwest Airlines, Carnival Cruise Lines, Amway, Nintendo Europe, Microsoft, Morgan Stanley, Aetna, H&R Block, Mercedes Benz, Pfizer, Penn Mutual, Attends, Terra Networks, Belk• Communications, Temple University 28
    29. 29. Influence Interactive – leadershipChris MycekEVP, Managing Director, Marketing• 21+ years of clients side & agency experience • Johnson & Johnson • Medical Broadcasting Company • Digitas Health • Revolution Health & RealAge Media • imc2• Prior to joining Influence, led imc2’s NYC & Philadelphia Offices• Focus is Strategy, Creative, Client Service, Marketing• Former clients • Pfizer, EMD Serono, Shire, Merck, Amgen, Allergan, Genentech, GlaxoSmithKline, AstraZeneca, Biogen-Idec, Millennium, Campbell’s Soup, Sharp USA, Hasbro, MARS, Samsung, Barilla, Unisys• BA Economics & Psychology, Middlebury College 29
    30. 30. Influence Interactive – leadershipAndrew le BlancExecutive Creative Director• 20+ years of agency experience • Animatics Inc. • CSC • Framfab Italia • Digitas Health • Cadient• Prior to joining the Influence Team led creative teams in US, Canada & Europe• Focus is Creative Strategy, Innovation, User experience & Client partnering• Former clients AstraZeneca, Bayer Germany, Whirlpool, Nike, Ericcson McCain Foods, Novo Nordisk, Nova Scotia Tourism , Alitalia, Fiat, Sears, Ely Lilly, Wind Telecom• BA Visual Applied Arts, Sheridan College BA Advertising, U of M, Amherst 30
    31. 31. Influence Interactive – leadershipLauren KaneAccount Director• 10+ years of agency and interactive agency experience • TSI Visuals • NDW Communications • Virtu Interactive• Prior to joining Influence Interactive, Lauren managed initiatives for Univest National Bank, Abramson Cancer Center, BASF, and Metropolitan Washington Council of Governments (MWCOG)• Focus is on client service, strategy, and project management• Specializes in planning and implementation of web development, mobile app development, and user experience strategies.• Clients • Attends Healthcare Products, Inspire Pharmaceuticals, Dräger Medical, Fujirebio Diagnostics, WoltersKluwer, and Penn Mutual Life Insurance• BS Marketing, Saint Joseph’s University 31
    32. 32. Influence Interactive – leadershipTheresa SupinskiDirector of Delivery Management• 9+ years project management & technical consulting experience: • QVC • JP Morgan Chase • KPMG • MBNA America• Prior to joining Influence, Theresa managed QVC’s .com enhancement process as well as all .com capital projects. In addition, she managed capital projects for JP Morgan Chase and also served as a Sr. Technical Consultant for KPMG in Orange County, CA and Philadelphia, PA• Focus is project methodology, vendor selection & management, project execution & delivery• Former Clients: • Consulting – Synthes, Merck, Genesis Healthcare, Pacific Sunwear, Volcom, PHH, California Insurance Guarantee Association (CIGA), Safeguard, Lincoln Financial, Mannington Mille, Alliance Consulting, WellPoint, Laureate Pharma, Curtis Circulation • Vendor Management – Limelight, Endeca, Sapient, SunGard, Electronic Ink• BS Business (Operations/MIS), University of Delaware 32
    33. 33. Influence Interactive – leadershipJenny BabanDirector of Marketing & Media Strategy• 7+ years of digital marketing experience• Prior to Influence , Jenny spent 5 years at Razorfish, where she managed and executed SEO, SEM, Social, PR optimization, and analytics initiatives for Fortune 500 clients• Focus is Omniture Site Catalyst, Google Analytics, WebTrends, Facebook for businesses, Linked In media and numerous SEO optimization tools.• Former clients • Microsoft, Genentech, FedEx, Forest Labs, Genworth Financial, Lasik Plus, LexisNexis, Papa Johns, Safeco, Select Comfort, Shire, and University of Phoenix.• BS in Marketing from Rutgers University 33
    34. 34. Influence Interactive – leadershipMichael BeckerArt Director• 12+ years of interactive experience • G2 • Axiom• Prior to joining Influence, was lead Interactive Developer for accounts at G2Focus is brand development, web design & front-end programming, Flash development, user experience• Former clients • Campbell’s Soup, Pace, Electronic Arts, ING, V8 &Cover Girl• BA Integrative Arts, Penn State University 34
    35. 35. Influence Interactive – leadershipMac MorganVP of Technical Services• Mac is the Founder of DmgCtrl Ltd., a software based consultancy and exclusive technology partnerof Influence Interactive. DmgCtrl Ltd. employs 13 developers and is located in Philadelphia.• Mac has a decade + years of experience in software development, best practices and methodologies.• Prior to founding DmgCtrl Ltd., Mac worked for Razorfish leading teams, which designed and deployed Content Management Systems, mobile applications, intranets and consumer facing websites for large corporations, many in the healthcare space. In addition,• Mac is a certified scrum master in the agile software development methodology. He has developed and deployed numerous enterprise scale web applications and websites.• Mac graduated from Rensselaer Polytechnic Institute with a degree in computer science. 35
    36. 36. Influence Interactive – leadershipMelanie LevyDirector of User Experience• 15+ years agency experience: • Viant • Imc2 Health and Wellness • Digitas Health • Grey Healthcare Group• Focus is experience design (web & mobile UI), information architecture, user testing, globalization/internationalization.• Former Clients: • Pharmaceutical: Eli Lily, Johnson & Johnson, GlaxoSmithKline, Pfizer, Bristol Myers-Squibb, Novartis, Merck, AstraZeneca, Proctor & Gamble. • Non-Pharmaceutical: Eukanuba, Proctor & Gamble, Barilla, Colgate- Palmolive, Herman Miller, Nokia• BA (Competitive Arts, French), Washington University, St. Louis 36
    37. 37. Thank You!Chris MycekEVP, Managing Director, Marketingchris.mycek@influence-interactive.comP 267.532.1292 M 488.686.4709Influence Interactive 5 Walnut Grove Drive, Horsham, PA 19044